Beliefs, Attitudes, and Behaviour Towards Marketing Communication on Social Networks: A Comparative Study of the Two CEE Countries

The main purpose of the article is to find out wether there are differences in users’ beliefs, attitudes and behaviour towards marketing communication on social networks in two neighbouring countries, namely Slovenia and Croatia. The results of this research clearly show that the Slovenian users’ at...

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Bibliographic Details
Published in:International journal of e-services and mobile applications 2022-07, Vol.14 (1), p.1-14
Main Authors: Tomše, Denis, Snoj, Boris, Milfelner, Borut
Format: Article
Language:English
Subjects:
Attitudes
Behavior
Collaboration
Communication
Comparative studies
Consumers
Corruption
Economic factors
Information literacy
Internet
Marketing
Materialism
Messages
Online advertising
Social networks
Web 2.0
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Summary:The main purpose of the article is to find out wether there are differences in users’ beliefs, attitudes and behaviour towards marketing communication on social networks in two neighbouring countries, namely Slovenia and Croatia. The results of this research clearly show that the Slovenian users’ attitudes and behaviour towards marketing communication on social networks are not significantly different from the Croatian users’ attitudes towards marketing communication on social networks. The results of these research have a great value for marketing experts, who are communicating with users in Slovenia and Croatia. According to the results of this research, in general, marketing experts, responsible for marketing communication on social networks, do not need to adjust their messages when communicating with the audiences in Slovenia and Croatia. However, regarding the results of this research, they still need to pay attention to adjust messages according to gender and some demographic, social or economic factors.
ISSN:1941-627X
1941-6288
DOI:10.4018/IJESMA.2022010101